TV Shopping Defies Forecasts and Consolidates its Position

Home Shopping Network is now known as HSN. The network has reinvented itself at a time when TV shopping is thriving. Reem Acra has been in the high end fashion business and dressing up some A-list celebrities like Angelina Jolie and Halle Berry. Ms. Acra has joined HSN as a pitchwoman and was selling silk tunics for $199.90. There are other high end fashion designers who are flocking to sell their first mass collections on the air.

The traditional channels of sales are unable to give the growth any business needs and everyone is looking for channels that can provide additional sales. QVC, the largest channel in the field has sold its first pieces from celebrity stylist Rachel Zoe and “Mad Men” costume designer Janie Bryant. HSN is also not behind and has an exclusive collection from Reem Acra, Badgley Mischka and Naeem Khan.

QVC had a robust sale of $7.4 billion last year and HSN had a significant $2 billion. Both of them recorded a growth of approximately 7%. They both reach about 100 million US households and broadcast 24X7. The analysts believe that online retail has helped TV shopping. If you are comfortable buying online you will buy stuff on air.